Goals and strategy

With a strategic framework, concrete focus areas, a purpose-driven company culture and deep-rooted core values, we offer good and sustainable food for everyone, make a difference and create value for many.

To be the leader in good and sustainable food, we are pursuing a strategy of growth-promoting and efficiency enhancing priorities. To drive growth we are developing and offering an attractively priced assortment of good and sustainable food. Our food concepts should give our customers the best shopping experience when and where they want. In addition to growing sales at our existing stores, central features include continued expansion through the e-commerce roll-out, and establishment of new formats and stores. Efficient product supply is essential, and we are successively increasing the degree of automation throughout the Group – in everything from administration and offices to warehouses and stores.

Axfood focuses on six strategic focus areas - the customer meeting, the customer offering, expansion, the supply chain, work approach and our people.

Axfood’s targets

Axfood manages and continuously monitors operations in three strategic target areas: employees, sustainability and financial. The targets are designed to create long-term relationships and value for stakeholders.